Abstract:
"
With the development of the technology and consumers moving into online
marketing platforms content marketing has taken an essential place in the digital
marketing world to engage with consumers by creating awareness and knowledge.
Through this research it identifies the impact of content marketing in promoting circular
fashion among Sri Lankan consumers while contributing to the limited literature.
Extensive literature review identified dimensions that enable successful content
marketing: story, channel, process, conversation, and consume engagement.
Theoretical frameworks like content marketing framework, SAVE framework,
Hierarchy of Effect (HOE) model and Theory of Planned Behavior (TPB) were used to
determine the relationship between factors affecting consumer engagement.
The research methodology was conducted as an interpretivism philosophy with
an inductive approach and case-study-based strategy. Thematic analysis and data
triangulation were done through observations of the successful campaign and 6-month
observation of content, and semi-structured interviews with the circular fashion brands
in Sri Lanka.
The data analyzed reflected that story was effectively used in content marketing
to create consumer engagement, and conversation was identified as the second most
important dimension for consumer engagement, while channel and process were less
effective. Further, it was identified that content marketing for circular fashion had
impacted the consumers' attitudes, emotions, and behavior. The research thus provided
recommendations for future and current circular fashion brands to adhere when creating
content in the future. Thus, it was identified that circular fashion brands in Sri Lanka
used content marketing effectively to engage consumers to create awareness and
knowledge. "
